Situation
Holiday merchandising is T-Mobile's biggest revenue event. Offers come in at the last minute and change rapidly in a competitive market. The timeline was severely compressed.
Task
Our charter was to create a digital holiday look and feel for T-Mobile.com. This campaign touched all major pages of the website and applied a branded holiday digital look to complement our brick-and-mortar stores.
Action
Working with a business group, I led a team of six design and content creatives in T|Studios to create a flexible design system for all major pages. I pitched this creative work and new solutions for shopping and SEO to the executive team and defended our decisions and made quick pivots to address business needs.
Results
We created a nimble approach to a fast-changing business strategy that led users from the home page or google into a shopping experience by highlighting quick-landing device offers and curated suggestions by the audience. In order to capture users through a valuable search channel, I developed a solution for a quick and effective digital shopping catalog that designers produced with SEO-compatible tracking for shopping. We also targeted our Hispanic and Latino audience with home and deals page ads that addressed specific cultural needs and touch-points. All major pages of the website were reworked in a branded holiday look that matched other channels.
2021 was T-Mobile's best-performing holiday season to date. Organic traffic and digital order performance exceeded expectations. We achieved a +46% YOY increase in digital orders.
Role
Senior Creative Development Manager
Collaborators
Senior Interactive Designer, Digital Designer, Associate Digital Designer, Senior Copywriter, Copywriter, Associate Copywriter
